Mapping Buyer Journeys for Optimal Engagement and GTM Performance

CMOs and CROs face an increasingly complex environment to successfully engage new buyers with the complexity of more digital channel and shorter attention spans. With over 25+ years executing best-in-class buyer engagement programs, we know the core elements to attract and engage new buyers for greater ROI and faster sales cycles.

Designing a Best of Breed Partner Program

As solution-markets continue to quickly innovate, partners are emerging as the front line against the changing marketplace. With over 25+ years executing best-in-class partner/channel programs, we know a well-designed partner program can set the stage for success…

Cross-Selling at Scale – Optimizing Your Sales and Marketing Motions for Account Growth

With the cost of customer acquisition generally estimated to run 3X to 25X that of cross-selling, the economics of cross-selling are compelling. Cross-selling at scale requires consistent and disciplined processes for consolidating data and insight, identifying white space and creating and converting demand…

Blending Art and Science to Optimize Sales Enablement Content

The corner-stone of sales enablement is empowering sales resources with the right message in the right format for the right buying scenario. With over 25+ years executing best-in-class sales engagement programs, we know how to optimize the impact of sales enablement content…

Activating a Persona-Based Messaging Architecture

CMOs and product marketers face an increasingly high hurdle to engage with their prospective buyers. . Other than traditional online and offline marketing channels, they must provide their end-of-the-line sales resources with the right message based on each individual buyer’s personalized needs; a task that many sales and marketing organizations have had considerable difficulty with…

Multi-touch Attribution & Measuring Your Marketing Halo

Over decades of evolution, companies have developed multiple sales and marketing channels and have placed high importance on measuring each channel’s ROI. But, ROI-tunnel vision has led companies to focus their efforts on channels that are more easily measured, while channels with harder-to-measure success dwindle.

An Ethnographic Approach to Drive Customer Loyalty

Today’s companies are investing heavily into perfecting the design of their product or service. But what often slips through the cracks is the importance of a well-designed experience – from purchasing, to getting support, to even returning. These experiences are just as or more important than the product design, and friction points in the experience can greatly impact customer loyalty. Are you aware of the friction points in your customer experience?

Choosing, Building, and Enabling Routes-to-Market for High Performance

Today’s companies are investing large sums of time and money in product superiority and differentiation, sometimes losing sight that long-term enterprise value is far more commonly created by go-to-market excellence. Through 25+ years of experience supporting go-to-market strategies, we’ve found that companies who focus on go-to-market and thoughtfully match their product-markets with well-designed and operated channels generate more value over the long run.

Optimizing B2B Return on Marketing Investment​

Achieving the optimal marketing mix is challenging, especially for B2B businesses. Top- and bottom-funnel investments, like brand building, demand generation and sales enablement, pay off at different rates and in different ways and need to be adjusted based on growth goals. There are three key inputs to optimize your marketing mix:

Conducting a Data Audit to Prepare for Digital Sales Transformation

A foundational data understanding can ultimately make or break your transition to systematic sales decision making. Here are 9 actionable tasks to help you prepare for digital sales transformation.